Ministry Of Streaming?

The requirement seems aimed at the country’s three main Internet companies – Alibaba Group Holdings Ltd., Tencent Holdings Ltd and Baidu Inc. – but will affect anyone who streams music.

China already has a broad Internet self-censoring mechanism in place, but according to a Reuters report this latest move by the government is obviously being carried out to “cleanse” the Internet of anything authorities would deem hazardous to China’s stability. It’s a tacit admission that music is one area that makes the government particularly nervous. None of the aforementioned companies have commented on the announcement. Experts say the directive will make Internet-related companies more vigilant about so-called sensitive material, as violations will invite punishment.

Relevant companies will have to set up in-house screening divisions to approve all songs before they go online. The announcement is particularly momentous in that China’s music market is becoming increasingly vital as streaming gains popularity and more people seem willing to pay for music. Last summer it banned 120 songs, mostly by domestic artists, that it deemed “morally harmful.”

The website TechInAsia points out that while Chinese criteria for what is objectionable can be “pretty draconian,” it also says that the past ban on video game consoles, implemented for much the same reason, was “very poorly enforced.” The main difference is that it is easier for the government to monitor online compliance. Music platforms have been asked to begin submitting information about the music they offer on April 1.